The market of condensed wet soup is highly concentrated and can be described as a duopoly consisting of the Campbell Soup Corporation and private label manufacturers. Eight out of ten condensed wet soup brands listed in the sales ranking belong to one of both vendors. The dry soup market is dominated by Unilever Bestfoods North America.
A recent survey revealed that over 50 percent of U.S. consumers have used dry soup or bouillon in 2015. Dry soup sales amounted to 398.7 million U.S. dollars in the U.S. in 2016. In addition to category sales in the supermarket aisles, soup may also be enjoyed in the grocery store's deli department. Soup stations were named as an important area to concentrate on by U.S. retail executives in 2015. In order to increase the deli department traffic, some 34.2 U.S. retailers considered active sampling/events as single most important strategy.